The Imaginary App
Imaginary is an app designed to help adults tap into their imagination and sense of childlike wonder with exercises developed to boost mental wellness, focus, productivity, and overall mood.
The target audience for Imaginary are adults over the age of 25, professionals with desk jobs or remote roles, and anyone experiencing mild to moderate stress, anxiety, or burnout.
Role:
Social media copy
Email marketing
Homepage hero copy
SEO copy
Social Media Copy
I set out to write copy that would catch the attention of, and resonate with, young professionals seeking a better work-life balance that weaves more creativity into their routine.
The tone of voice for Imaginary centers on empowerment and inspiration, while avoiding overly familiar self-help language. Each caption is written to offer a clear solution to the customer’s needs, while adding dimension to the benefits the Imaginary app offers.
Email Marketing
For the email copy, my goal was to connect with users on the waitlist for the Imaginary app launch through attention-grabbing copy. This email marks the moment they’ve been waiting for, so the tone needed to spark excitement without being over-the-top. True to the brand, I avoided exclamation marks, all caps, and hyperbolic language.
I led with a cheeky subject line to catch the reader’s eye, then strategically included the hook of a free trial for new members in the pre-header text.
I wanted to ensure every word in the body copy was essential and grounded in the brand’s “reasons to believe,” which touch on expert-designed content and proven mental health benefits.
Homepage Hero
When writing copy for the Imaginary homepage, I focused on keeping the headline and subheadline short, punchy, and purposeful by using language that feels both welcoming and inspiring.
I set out to lead with a phrase that emphasized the power of imagination, then follow up with action-driven language (“tap” and “build”) to encourage curiosity and prompt users to explore Imaginary.
SEO Copy
The goal here is to develop a high ranking product description that embodies the voice of the Imaginary brand while simultaneously attracting customers who may be searching for similar products. I incorporated the keywords and enhanced them with like-terms I gathered through independent research.
Primary keywords: inspirational journal, value-based living
Secondary keywords: what is an inspirational journal?
I wrote the product details page with the intention of providing just the right level of detail for a potential customer. My goal was to clearly outline what’s inside the journal while also communicating the value it offers, both in form and function, to help the reader understand why it’s worth their time and investment.
